Landing Page Testing
Landing Page Testing involves creating and evaluating different versions of a landing page to determine which one performs better in terms of user engagement and conversion rates. This method is used to validate hypotheses about market interest, messaging effectiveness, and design choices.
Goal
The goal of landing page testing is to evaluate our positioning and drive higher conversion rates by understanding what resonates best with the target audience. This includes fine-tuning the messaging, design, and calls to action (CTAs) based on empirical data gathered from user interactions.
Context
If we can't convince users to take the desired action on our landing page, we won't be able to convert them into customers. Landing page testing helps us understand what works and what doesn't, so we can optimise the page for better results before we invest in building the more complete product.
Inputs
| Artifact | Description |
|---|---|
| Experiment Plan | A detailed document outlining the experiment objectives, methods, timeline, and success criteria. |
| Usability Test Guide | A guide for the moderator to follow during a usability test, including the tasks to be performed, the questions to be asked, and the data to be collected. |
| Digital Assets | A live webpage or other digital asset to be used in a Landing Page, Fake Door, A/B or multivariate experiment. |
Outputs
| Artifact | Description | Benefits |
|---|---|---|
| Validated Assumptions | A list of assumptions that have been validated. |
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| Invalidated Assumptions | A list of assumptions that have been invalidated. |
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Anti-patterns
- Testing Too Many Changes at Once: If we do too many changes at once it can be difficult to identify which change impacted results.
- Overreliance on Quantitative Data: Landing page tests just tell us what customers have done but not why they have done it. We need to use qualitative data to understand the why.